Optimization
Cross media optimization is the science of fitting differently shaped objects together - almost perfectly
What is it?
A Media Optimization provides the best mix of advertising vehicles in terms of spending level, duration of use and insertions in order to attain a Reach and Frequency goal or to get the best possible Reach and/or Frequency within a given budget. An Optimization can be done within a single media type or across multiple media and will normally prescribe for the client or agency how much should be invested in each media type.
Media Optimization has existed since the seventies. All media agencies and many research suppliers offer it.
What makes ours different?
| Typical | AMC |
| Prescribes how much of each type of media to use. This is imprecise and disconnected from reality.
|
Prescribes allocations to media types and exactly which media vehicles should be bought. |
| If done by the media agency, it's a conflict of interest. As long as it fits within the prescribed allocation to media type, the agency may use any media stock. They will benefit financially by using vendors that offer bigger rebates. | We do not make money buying media. We are vendor neutral; our recommendations are simply what's best for the client. |
| Uses "fused" data which washes out individual differences. Or generic data from annual media usage studies which lacks granularity. | Our data is single source, not fused. It is daily. It is at the same level of granularity as the media which are bought. |
Who needs it?
Cross Media Optimization is most useful to media agencies and clients.
What does AMC need?
- List of media types to be used for the campaign and requirements / restrictions for use
- Campaign budget
- Target audience definition
- Summary of campaign strategy
What do clients get?
A comprehensive list of exactly which media vehicles should be bought and in what quantity, in order for the campaign to acheive its best potential.
- Percentage budget allocation to each media type
- For given spend levels
- By individual city, by city tier and by all markets combined (subject to sample adequacy)
- At the optimal allocation, resulting campaign KPIs:
- Reach accumulation
- 1+% 3+% 10+%
- Average Frequency of campaign contact
- CPM by media type and media vehicle
How long does it take?
Most Cross Media Optimizations can be delivered within 10 working days.
AMC is media neutral and fully independent
